08-07-2025
- Business
- Harvard Business Review
Conversational Experiences: The Untapped Potential of AI in Customer Engagement
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The launch of OpenAI's artificial intelligence (AI) chatbot, ChatGPT, in late November 2022 didn't only change conversations in boardrooms and coffeehouses across America. 'The whole world began to change,' recalls Kate Ancketill, CEO of GDR Creative Intelligence Ltd., a London-based consultancy specializing in the future of customer experience. 'People realized that you could have a conversational exchange with a computer and it would be able to respond to you in a way that was close to what feels like an human conversation.'
Since then, organizations have been chasing the promise of AI and its ability to simulate human interactions with consumers across the customer journey with varying degrees of success. Communication platforms such as SMS texting, email, messaging apps, social media messaging, and chatbots continue to multiply, serving as powerful digital channels for engaging conversationally with customers.
